September 24, 2014
/ by Laura Botham
It’s said that a picture is worth a thousand words, but in digital marketing, a picture can have a much more tangible value. As part of Social Media Week in Chicago, Sarah Eva Monroe, senior creative director, mStoner Inc., led a panel on utilizing imagery in social media. As we all know, images tell a story, and that image plus the story can drive social engagement. And ultimately, that engagement will bring more eyes to your brand.
Monroe focused on how each major social media channel can aid in storytelling, particularly through utilization of imagery. She noted that because the human brain can process an image much quicker than text, an image is an essential component for quick comprehension.
She shared a few key points for image selection:
Creating succinct content with strong imagery and design will allow for quick comprehension, even if the consumer doesn’t actually read the copy. This means that you don’t only want to focus on engagement, but also entertainment. Accounting for your audience’s persona is an important tool, and can help you choose the right venue and the right message.
Monroe also noted some best practices:
Monroe noted some examples for contextual media messages in the right places. For instance, Instagram can help achieve inclusiveness by confirming brand culture, and offering a “behind the scenes” look for both current and future clients. Snapchat is used effectively to promote very specific brands interested in a fast temporary message to a very specific audience. And Yelp can be used to curate experiences based on user’s storytelling.
In short, when you are using visual storytelling in social media, be deliberate. Know your audience, know your brand, and know where the busiest intersection of the two is. Create dynamic images for your social media by consciously choosing an image that will evoke the response you want from the people that you want to reach. Most importantly, don’t be afraid to experiment with what works for your brand.
Photo by Rosana Prada via Flickr
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